‘We’re growing future customers’ with outreach to trail areas

When Crossroads ATV & Recreation Park opened 20 miles from Got Gear Motorsports the weekend of April 12-13, the dealership’s staff was sure to make an appearance.

Not only did they show up, camp and ride, but they also encouraged customers to attend the grand opening weekend by mentioning the event in its e-newsletter and on social media.

It was just another push in a string of efforts to get customers riding. On top of promoting Crossroads, the staff at Got Gear in Ridgeland, Miss., also talks to customers and hands out information about the local Jetwerx Compound riding area, Jetwerx’s Mini Thunder kids’ motocross series and a local off-road riding group.

“We’re doing what we can to support getting folks out to the park,” Got Gear sales manager Raymond Walters told Powersports Business.
The dealership began supplying its customers with information after hearing so many ask where they could ride. Others wanted to be in a riding group. Got Gear was happy to offer up ideas because as more riders use their ATVs and dirt bikes, future purchases, parts sales and repair orders add up. Plus, Got Gear is securing its business for generations to come.

The staff of Got Gear Motorsports was on hand when Crossroads ATV & Recreation Park opened in Clinton, Miss., in mid-April.

“If we don’t get people out riding, young folks out riding, we don’t have customers down the road,” Walters said. “We’re growing future customers. That’s the future of our business. It’s vital to our success.”

While many Got Gear customers buy ATVs primarily for use in the fall, they also like getting out in the mud in the spring and summer.

“Here in the South there’s a big hunting tradition. A lot of them buy them for hunting, but they ride them throughout the year,” Walters said.
So far this year, sales across all segments have been positive. Unit sales increased 30 percent overall in Q1.

“ATV sales have been up. This whole year started off great for us,” Walters said.

Though ATV sales have faltered for some in recent years, the segment was up 0.5 percent nationally for 2013, according to Motorcycle Industry Council data. And Walters says ATVs are still selling in Mississippi, even as some are trading their ATVs for side-by-sides.

Got Gear Motorsports in Ridgeland, Miss., encourages customers to get out and ride in the dirt whenever possible.

“We’re finding a lot of people that have ATVs are getting side-by-sides in addition to their ATVs,” he said.

Others are still buying ATVs because they’re less expensive than their steering-wheel drive counterparts.

“There’s still a good viable market here for ATVs,” Walters said.

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